WINNING ISN’T FOR EVERYONE. The world’s best athletes aren't just motivated by the idea of winning — they are relentlessly fueled by it. That mindset is on display in Nike’s summer 2024 campaign for the Paris Olympics. We showed the world what passion for winning means, and that celebrating the pursuit of victory can be the ultimate source of inspiration for all athletes.
The insights for the campaign came directly from Nike athletes, who were clear if you don’t want to win, you’ve already lost. Their competitive spirit isn’t something to be apologetic about. In a world where wanting to win has a losing reputation, we spoke to the grit, determination, and sacrifice athletes say is required to get to the top of their sport. Directed by Xavier Tera | Twinbrains. Produced for Nike at W+K in Tokyo, Japan.
FILM: TOKITO ODA
FILM: FUNA NAKAYAMA
FILM: SHIGEKIX
OOH
Creative Direction | Direction (Shigekix)